BusPatrol's stop-arm cameras are already doing their job in Montgomery County: a stopped bus, a flashing light, a driver who doesn't stop, and a $250 fine mailed to the registered owner. The cameras catch the mistake. What they can't do on their own is teach a driver the rule before it becomes a citation, and that gap falls hardest on households that never got a plain-language explanation of the law in a language they read.
Every day, El Tiempo Latino helps DMV Latinos navigate the everyday decisions that shape their lives here: housing, health, schools, transit. Teaching Montgomery County's Latino drivers a road safety rule is the same job we already do, in the same voice our readers already trust.
A 35-plus year, growing relationship with the Latino audience has already secured their trust in our content. We build credibility and connection to your message using our own trusted voice, not a borrowed one.
As a news outlet, we have access to unique first-party data we use directly on social media. We continuously analyze our audience's behavioral digital footprints to understand what's resonating best, and adjust from there.
We don't offer traditional ad space. We offer a direct connection to the heart and mind of the Latino audience through native advertising, and we can adapt content across different Latino audiences with confidence.
We produce dozens of pieces of high-quality content every week, editorially and for clients. We move fast, iterate quickly to build on what works, and hold the line on quality while we do it.
For 35 years we have been the trusted Spanish-language source for the D.C. metro, and that trust is what makes this campaign work. BusPatrol's education message doesn't need to earn attention from scratch. It just needs to show up inside a channel our readers already rely on.
30% of El Tiempo Latino Daily's subscribers live in Montgomery County. With our 50% open rate, that's roughly 1,200 Latinos in the county reading us every single day.
23% of our nearly 600 weekly print distribution points sit inside Montgomery County, putting more than 6,000 newspapers directly into the county every week.
Targetable Latino residents in Montgomery County alone, reachable directly through paid social using our own first-party audience data.
Four formats, one message: what the flashing lights mean, what the stop arm means, and how to avoid the citation entirely. Built in Spanish for Montgomery County, not translated after the fact.
Placed inside the most-read Spanish-language newsletter in the DMV, with a 50% daily open rate. A clear explainer on the stop-arm rule, delivered where Montgomery County Latinos already read every morning, week after week.
Delivered directly into Montgomery County households and businesses through our print distribution network in the county, reinforcing the message in the format many of our print-loyal readers still trust most.
Native social carousels breaking down exactly what the flashing lights and the stop arm mean, built for our audience of 390K targetable Maryland Latinos across Meta and YouTube, with direct targeting into Montgomery County.
Our creative team on location at a Montgomery County bus stop, walking through the rule in Spanish with real footage from the community it protects. We can also take the camera onto the streets of Montgomery County to ask drivers directly whether they've heard of the rule or the fine, real reactions that make the gap visible before we close it. The message stops being a warning mailed after the fact and becomes a story people share before they need it.
Awareness alone doesn't change what a driver does behind the wheel. Our two-phase approach puts the rule in front of the broadest possible Montgomery County Latino audience first, then concentrates on reinforcing it with the households most likely to still be at risk.
We run the core explainer, what the flashing lights mean, what the stop arm means, across our newsletter, print, and owned social channels to the broad Montgomery County Latino audience, then track who engages. We test creative across formats from the start: native reels, carousels, print, to see what actually lands.
We retarget the households who engaged with deeper content, the branded video reel, the in-person coverage, reinforcing the specific behavior until it starts to feel automatic. This phase also plants the seed: every household that engages tells us who's paying attention and wants to learn more, an identified Montgomery County Latino audience already resonating with this kind of content. Any campaign that follows this one starts from that head start, not from zero.
Three packages, each built to put the rule in front of Montgomery County's Latino drivers before the fine does. Higher tiers add cadence, formats, and in-person coverage. Every tier runs on an 8–10 week timeline, from creative production through final placements.
Impression estimates based on our Montgomery County and DMV Latino audience benchmarks. Final scope and timing confirmed with your team.
Share your feedback on which tier fits BusPatrol's budget and timeline for Montgomery County. We are open to adjusting scope and cadence to match your priorities. Once you point us in a direction, content production begins inside a week.